People Buy What They See, More Than What They Know, Like & Trust

[Olalah ~ Marketing Strategy Pro]

Note: This article is published by Carolina Business Connection

People Buy What They See, More Than What They Know, Like & Trust

Olalah Njenga, Columnist
Carolina Business Connection

A long-standing belief in business is the notion that people buy from people that they know, like and trust. For the past year, I have been watching a trend that threatens this widely-held belief. Much like the belief that the world was flat was ultimately destroyed by new information, the concept of know, like & trust is beginning to show signs of wear.

A colleague of mine, Miranda*, recently shared a situation that supports my theory that people buy what they see. Miranda and Beth* had been friends for several years and worked in complimentary industries. But during the past three years, Miranda and Beth didn’t seem to cross paths very often. Their dialog consisted of a few passing emails. They were still quite fond of one another and respected each other immensely; they simply weren’t visible in each other’s space.

Miranda discovered that Beth had been doing business with a mutual friend, Doug*, who owned a web development firm. A confused Miranda emailed me. Despite Beth being fully aware of Miranda’s skills, she chose to work with Doug and Miranda felt slighted.

Why did this happen to Miranda?

The scenario between Miranda, Beth and Doug is becoming more common. I affectionately call this type of scenario “short attention-span theatre”. Most people are so preoccupied with the happenings of their life, that they simply forget about people who aren’t in their immediate field of view.

When you have a pressing business issue, you usually look within your immediate view for help initially. “Who’s around that can help me?” is typically where your thought process begins. You look to those business professionals who are right there, the ones within your view and within your reach. Once identified, then the knowing, liking and trusting of them frames your perspective about moving forward with a opportunity.

In the case with Miranda and Beth, Miranda failed to realize that loosing contact with Beth meant she wasn’t on her radar when the web development needs arose. Miranda didn’t belong to Beth’s professional groups. Miranda and Beth weren’t connecting regularly online through social platforms. While Beth respected Miranda’s business acumen and she clearly knew, liked and trusted her, from Beth’s perspective however, Miranda was simply not visible at the time her business needs became pressing.

Being the friend that I am, I asked Miranda a few questions to help her gain more insight and reconcile her feelings about Beth’s decision to work with Doug. Beth’s choice was simply a matter of Doug being visible at the right time and in the right way.

Here’s what I asked Miranda:

1- What are your keep in touch tools? As the ol’ adage goes “timing is everything”. The social space is bursting with a myriad of ways to be both visible and accessible. Are you staying connected to people in a way that matters and makes sense to them?

2- Do people really know what you do? In other words, how are you ensuring that people have a clear understanding of the types of problems you solve and the types of customers with whom you do your best work?

3- Are you a specialist or a generalist? People need to see you as the subject matter expert, not as the Jack (or Jill) of all trades. If your skills are broad-sweeping and general, you make it difficult for people to understand what your area of specialty is. Under these circumstances, you can’t expect to be thought of when opportunities arise.

Just this past week, I encountered a similar scenario. On Twitter, I broadcasted a request for a freelance copywriter and was overwhelmed by the response. Several colleagues emailed me privately asking why I didn’t consider them before I posted the tweet. “I didn’t think of you because I never see you.” I replied. It’s not that I don’t know, like or trust them, it’s simply a matter of them not being visible to me.

While I agree that being known, liked and trusted is critical to doing business, I would argue that it’s hard to buy what you don’t see first.

*Names changed for purpose of article.

[Pat Howlett]

Completely 100% Agree - very nice share.

Many people are busy looking for "new" clients and not taking the time to stay on the radar of their "current" clients - someone else might become more visible to them.

What have you done for your current clients lately?

[Julie Jones]

Also, are you keeping in touch with your current clients on a more-than-business level? I have found it goes a long way towards building loyalty if I'm connected to my clients on a personal level - such as running an errand for her every so often, or just listening (I have some who just LOVE to talk) :)

Mary Kay taught us it costs much more to find new clients than keeping established ones. She was very wise. Besides, I like my clients!

[Olalah ~ Marketing Strategy Pro]

The feedback I've received from this article has been pretty amazing. I guess I hit a chord for a lot of business professionals. I'm so glad people found it value. Thanks Julie and Pat for your comments.

[Phoenix - Operations Assistant]

This article continues to be relevant for those who've been in business for extended amounts of time and for newcomers. Glad this article is still available. :)

[Phoenix - Operations Assistant]

Karl - you should sign up for any of her classes. Everything she offers is diamond bright and cut for clarity that makes your head spin with joy. O's dedication and expressed passions are most definitely a plus for any business, no matter the size.

[Heather O'Sullivan (HeatherO)]

Great points O! I agree that you can't forget about 'top of mind awareness".
Often we think because someone meets us and "likes' us once, or even a dozen times that we are "in". It simply doesn't work that way.
I heard a story a long time ago that a Real Estate trainer told about a 'study' that he did. He had a team call 1000's of people and asked 1. Do you remember who sold you your home, and 2. Would you use them again. Once they were able to get 1000 people who answered yes to both questions (a staggering 80% didn't even remember who it was!), they proceeded to mail postcards to them w/this particular agents info. In just 8wks they called back and asked them the same questions. A staggering 80% reported that The agent on the postcard had sold them the home!
It was pretty shocking to say the least!
Out of sight - out of mind!

(Love is the Killer App is a GREAT book on this topic by the way:)

[Olalah ~ Marketing Strategy Pro]

Thanks everyone for keeping this discussion going. The continued feedback has been so interesting.

Heather - I remember hearing that story and I'm certain there are people who cringed about it, but the nature of people is to remember what's in front them.

Phoenix - as always, your endorsement is deeply appreciated. I don't like wasting people's time. Give people meaningful information that helps them right now - not duct tape.

Karl - I've always got something going on. Join me! :-)

[Heather O'Sullivan (HeatherO)]

So true O!
#3 is such a big one too. I get a lot of 'push back' from clients when I talk to them about having a clear niche. I understand 'why' completely, but it is so important. The fear is that someone won't call them! The trouble is by NOT doing it, people still won't! Case in point: Someone recently asked me who [real estate agent/broker] I would recommend for a short sale. I know hundreds of agents/brokers, am connected to many online, and really like and trust quite a few. But when asked this question, I drew a blank. I would imagine they have all DONE a short sale in this market, but someone with 'expertise' that I would be confident to recommend? Not one single person came to mind.

[Phoenix - Operations Assistant]

Time and again, I come across a amazing people. Those on my radar get given as referrals or reference for any number of solutions.

Heck-ta-far... spoke with Ken Smith this morning & popped him names...mmmmh...Angel Lebak (who he was already interested in), talked about Leslie Flowers and her work, recommended Deidre Reid/Eileen Batson/Alice Osborn (not necessarily in that order), Andrea Armstrong and of course :D myself. Talked about Randy Strickland & the new studio. Olalah's BreakThrough (he's already taken the class) & how I wish my Wordpress skills were as strong as the Gower Power's.

His head was probably spinning!

Be strong in your passions. Share your interests. When people talk about you behind your back, it should be a good thing. Give them reason to talk!

O', you're very welcome & my sister says this about duct tape (on a t-shirt)